We have seen throughout Going Mobile that there is a real need for action.Brands risk being displaced by organisations who provide superior mobile experiences, and even some established brands are failing to keep pace with consumer desires for mobile services.So before I move onto the behaviours and characteristics of these consumers, I wanted to throw the net a bit wider and look at the impact of mobile experiences, and this time pull on some of our survey data to illustrate the scale of the risks, challenges and opportunities.